Influence of Gen Z

In a world riddled with economic uncertainties, the hospitality and dining industry is transforming remarkably, propelled by Gen Z's evolving appetite for unique experiences and penchant for affordable, small indulgences.

A new report from Botrista has shown that it's not just about the drink itself. For a generation that views food and beverage as part of their identity, specialty options are an opportunity for self-expression and indulgence. The report indicated that alcoholic drinks have become not only social catalysts but also a healthful indulgence. According to analysis firm Cassandra's 2022 survey, more than half of Gen Zers believe that what they eat is indicative of who they are as a person.

As outlined in the report, Gen Z, the largest and most diverse generation with a staggering spending power of USD $360 billion, craves diversity and personality in their dining experiences. In the post-pandemic world, Gen Z is emerging with a fervent desire for experiences that go beyond the ordinary or offer a respite from the daily grind. Unique beverages fit the bill perfectly. Craft drinks are a gateway for exploration and indulgence on a budget. Artisanal lemonades, cold brew coffee, and Boba tea are no longer niche treats — they're the drinks defining Gen Z's dining experience.

The report indicated that by expanding drink menus with beverage experts and technology, restaurants can cater to the adventurous Gen Z palate while keeping loyal customers happy. They can increase appeal and sales opportunities for legacy beverages as craft drinks become their partners in attracting and engaging this new cohort of consumers.

As a testament to this transformative shift, the National Restaurant Association in the United States has projected the food service industry to reach $997 billion in sales by 2023. This figure represents a remarkable 11 percent increase compared to 2022 and a significant leap from the $789 billion recorded in 2021. In order to capture a slice of this growth, restaurant owners must understand the unique needs and relationship Gen Z has with dining.

The traditional beverage industry now stands at the threshold of a craft drink revolution. Specialty options invite a new generation to enjoy conventional soft drinks as part of a personalised, social experience. The trend is clear: creatively blending traditional and artisanal drinks is the recipe for success.

As the industry moves forward, the culinary world is not only surviving but thriving, driven by the insatiable thirst of Gen Z for exceptional experiences, memorable moments, and craft drinks that tell their stories. The report has indicated that the future of dining is vibrant and innovative, and will continue as the age of Gen Z progresses.